The effect of digital signage on shoppers' behavior: the role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers’ experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers’ deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers’ approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers’ information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers

Towards Human Digital Twins for Improving Customer Experience

Applications of digital twin (DT) technology have gained momentum in IS research and cognate disciplines. Several studies have documented how DTs create value in contexts such as manufacturing or smart cities through virtual monitoring and decision-making. While these contexts benefit from DTs of products or production steps, this research is the first to investigate the potentials of human DTs to improve customer experience (CX) (i.e., customer twins). Drawing on a structured literature review, we derive new conceptualizations of DTs as (i) virtual mirrors that depict a physical entity and its interactions in virtual space, and (ii) virtual orchestrators which extend the virtual mirror by also simulating potential virtual interactions. These new conceptualizations, by applying them to human DTs, enable us to discuss DT’s implications to approach current CX potentials. The results of the discussion indicate that human DTs can support CX management to improve CX throughout the whole customer journey

The effect of digital signage on shoppers' behavior: the role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers’ experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers’ deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers’ approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers’ information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers

Digital Payment Continuance Intention Using Mecm: The Role of Perceived Experience

Purpose:  The purpose of this paper is to examine the determinants of digital payment continuance intention, which is essential for long term success.   Theoretical framework:  Expectancy confirmation theory developed by Oliver (1980) and then expectancy confirmation model by Bhattacherjee (2001) examined the need of continuance intention. Looking at the significance of digital payment through Mobile phones, Mobile expectation confirmation model and role of perceived experience need to be examined for continuance intention.   Design/methodology/approach:  Empirical data from 400 Indian users, who had prior experience with digital payment were analysed by using Confirmed factor analysis and structural equation modelling.   Findings:  The results confirmed that Mobile expectancy confirmation had exploratory power in explaining continuance intention, perceived usefulness, perceived experience and satisfaction of digital payment. Furthermore, perceived experience has moderating role in explaining the relationship between confirmation and continuance intention towards digital payment.   Research, Practical & Social implications:  The findings help financial service providers to understand the significance of meeting customer expectation and satisfying their need by enhancing perceived experience and usefulness, leading to favourable attitude towards digital payment and continuance intention.   Originality/value:  This study was based on MECM and contributing to the limited body of research on continuance intention towards digital payment. Furthermore, the role perceived experience was examined to establish the relationship between confirmation and continuance intention along with other variables like perceived usefulness and satisfaction

Film as database: a visual analysis of 2001: A Space Odyssey

This paper reports on research that explores new possibilities for experiencing film as a digital database. The way we access, interact with and experience film is changed with new digital tools and initial visual experiments towards the design of a graphical user interface respond to this change. The film 2001:A Space Odyssey by Stanley Kubrick is the focus for the research. It is essentially a visual film with an expanded context of critical writing and archived material. Two visual outcomes that map the use of red within scenes of the film will be demonstrated in order to critique and review the film in its new context

Measuring Uncertainty in Games: Design and Preliminary Validation

Uncertainty is an important element of game play, which is widely believed to act as a precondition for player experience (PX). To investigate the concept and examine its relation to other PX concepts, we should be able to measure it. We present the design and preliminary results of the validation of the Player Uncertainty in Games (PUG) questionnaire. Based on various sources from games user research and work done with regards to searching digital archives, we designed a questionnaire that measures the experience of uncertainty in games. The scale was refined down to 66 items via interviews with players and expert reviews, which was then validated and further refined based on data gathered from gamers in an online survey. The Principal Component Analysis showed high level of internal consistency for the scale and each of its four factors: Disorientation, Exploration, Prospect, and Randomness. This work demonstrates the initial findings towards a validated tool for measuring uncertainty of players in digital games

Digital touch: towards a novel user-experience design pedagogy

HCI and Industrial Design are both disciplines that are currently experiencing radical transformation in terms of their identity and scope. HCI has moved beyond its origins in human factors and cognitive psychology towards the proactive and generative design of experience. Industrial Design has similarly evolved from a concern with physical form and function-giving solutions to the holistic design considerations of the user’s experience. Given the complexity and scale of this shifting design landscape, the response of design education must shift in methods and learning and teaching objectives. This paper provides the Design and Technology Education community with a research case study of innovation within HCI education, here situated within the broader context of Industrial Design education. We present a novel pedagogy for designing digital touch communications, developed through an interdisciplinary collaboration of HCI, Industrial Design, and Social Science academics, and advanced through a coursework assignment for 64 undergraduate Industrial Design and Technology students undertaking a User-Experience Design module at the [AUTHOR] (UK). We discuss the role of low-fidelity experience prototyping of digital touch interactions beyond screens, and the limitations of such an approach when engaged with by novice designers with entrenched material science understanding. We conclude the paper with a call for new educational ‘tools’ to support and scaffold both the learning and teaching of design for digital touch experiences within a User-Experience Design context, and we offer our development of a Designing Digital Touch Toolkit as one such tool

Integrating digital document acquisition into a university library : A case study of social and organizational challenges

In this article we report on the effort of the university library of the Vienna University of Economics and Business Administration to integrate a digital library component for research documents authored at the university into the existing library infrastructure. Setting up a digital library has become a relatively easy task using the current data base technology and the components and tools freely available. However, to integrate such a digital library into existing library systems and to adapt existing document acquisition work-flows in the organization are non-trivial tasks. We use a research frame work to identify the key players in this change process and to analyze their incentive structures. Then we describe the light-weight integration approach employed by our university and show how it provides incentives to the key players and at the same time requires only minimal adaptation of the organization in terms of changing existing work-flows. Our experience suggests that this light-weight integration offers a cost efficient and low risk intermediate step towards switching to exclusive digital document acquisition

The influence of a digital storytelling experience on pre-service teacher education students\u27 attitudes and intentions

This study explores the experiences of pre-service teachers\u27 with digital storytelling over a period of four weeks and examines their attitudes and intentions towards digital storytelling change during the course of the action research study. Both quantitative and qualitative data were collected for the study and mixed methods were used for analysis. There were no significant differences found between the means of pre and post-survey attitudes and intentions towards digital storytelling. Since the pre-survey attitudes and intentions were very positive, it is possible that the ceiling effect explains the lack of significant change. Significant themes emerged out of the three sets of qualitative data including expansion of knowledge beyond reading from a textbook, value of the research component, learning about the software, celebrating each other\u27s stories, personal connection with the topic, importance of storyboarding and the complete experience from beginning to end. In general, the pre-service teachers emerged from the digital storytelling experience with positive attitudes towards it and with plans to use this approach in their teaching. The study also provides recommendations for strengthening the digital storytelling experience in future pre-service teacher education class

Beyond representations: towards an action-centric perspective on tangible interaction

In the light of theoretical as well as concrete technical development, we discuss a conceptual shift from an information-centric to an action-centric perspective on tangible interactive technology. We explicitly emphasise the qualities of shareable use, and the importance of designing tangibles that allow for meaningful manipulation and control of the digital material. This involves a broadened focus from studying properties of the interface, to instead aim for qualities of the activity of using a system, a general tendency towards designing for social and sharable use settings and an increased openness towards multiple and subjective interpretations. An effect of this is that tangibles are not designed as representations of data, but as resources for action. We discuss four ways that tangible artefacts work as resources for action: (1) for physical manipulation; (2) for referential, social and contextually oriented action; (3) for perception and sensory experience; (4) for digitally mediated action